Now that microband pieces are taking inspiration from the 70s more often (e.g. integrated-bracelet sports watches, etc.), I can't help but wonder if we're going to see any microbrands tackle the biggest sea change in watch design from that decade: the digital quartz watch.
Looking around, though, I don't see anybody doing this. Why?
One possibility is that there's little incentive to resurrect vintage digital watches because many of the iconic ones never left us—Casio continues to produce many of its most popular digital watches from the late 70s and especially the 80s. We've also seen some of the bigger brands bring back some of their own iconic designs: the Hamilton PSR, the Q Timex LCA, etc., so there's less need for a micro to produce something inspired by them.
Another is economic—unlike mechanical movements, maybe there's a dearth of digital modules available to third parties for incorporation in watches?
There are so many interesting digital watch designs from back then. I'd love to see what a micro could do in this space.
If you want to learn more about some of the weirder technology involved in digital watches back then, this video is worth a watch: Digital Watch History: The Technology Tree
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I suspect the margins just don't exist for digital microbrands to make sense. I can buy a Casio, or Timex digital for well under $100... Why would I risk buying a dud microbrand when I can get the real deal for pennies more?
I really think that digital watches from microbrands will be a thing really soon. But they're going to have to be really really good so people don't just go to tried and true brands. Of course I bet there'll be at least a few really cool new school digital watches, there are so many cool old school digitals out there.
There are tons of ultra cheap (under 10USD) digital watches on Allie Express so I think economics is not the issue.
Also some G Shocks MSRP are well over 1k USD, so there is room for well made full stainless steel or Titanium digital pieces.
I’m not entirely sure if Yema qualify as a microbrand as they used to be owned by Seiko but are now an independent French owned brand again. But they’ve got a retro looking digital watch.
Tokyo Flash has you covered and they have been around for over 30 years and carry a huge selection. Across much of Japan and China that market is still thriving, not so much in the US.
This is an interesting question. Personally I’d love to see someone make something along the lines of a Casio A158/168/etc but in a steel case with a decent bracelet.
This is an interesting question. Personally I’d love to see someone make something along the lines of a Casio A158/168/etc but in a steel case with a decent bracelet.
I suspect the cost would be off-putting for most customers.
I suspect the margins just don't exist for digital microbrands to make sense. I can buy a Casio, or Timex digital for well under $100... Why would I risk buying a dud microbrand when I can get the real deal for pennies more?
I imagine the draw will be higher quality. I think the full metal G Shocks show people will pay more for a digital watch if they think it’s cool. I could see companies putting out digital watches with really nice cases and sapphire crystals. So no, I don’t think there’s much point in microbrand cheap digital, but I could see making higher end watches that happen to be digital.
Shop Aliexpress or DHGate for every kind of silly digital watch. They cloned a lot of back catalog stuff with their own twists.
That video was good, but with so much information, my brain is slightly scrambled.
I imagine the draw will be higher quality. I think the full metal G Shocks show people will pay more for a digital watch if they think it’s cool. I could see companies putting out digital watches with really nice cases and sapphire crystals. So no, I don’t think there’s much point in microbrand cheap digital, but I could see making higher end watches that happen to be digital.
Maybe, but there is a limit on the practical "quality" of a watch. Digital watches aren't seen as "luxury" items, in the same way mechanical watches are.
Full metal G-Shocks sell for a lot of money because they are G-Shocks, not because they are somehow "better" than the resin versions. Most people will replace their busted G-Shock/Ironman every three years for $50-60 rather than buy a steel, and sapphire version for $600.
I'm not saying it's impossible to do a digital micro, just pointing out that it's less lucrative than the analog mechanical/quartz market.
Maybe, but there is a limit on the practical "quality" of a watch. Digital watches aren't seen as "luxury" items, in the same way mechanical watches are.
Full metal G-Shocks sell for a lot of money because they are G-Shocks, not because they are somehow "better" than the resin versions. Most people will replace their busted G-Shock/Ironman every three years for $50-60 rather than buy a steel, and sapphire version for $600.
I'm not saying it's impossible to do a digital micro, just pointing out that it's less lucrative than the analog mechanical/quartz market.
To me it’s the same as high end quartz analog watches. If Omega and Grand Seiko can sell those, why not digital versions of them?
There‘s a perception of digital as cheap, but I think that’s only because we’ve never seen a high end digital watch. Hamilton sells a digital watch for almost $800. If you put “Omega” on the case, it Becomes a $2000 dollar watch. I think something like that would create buzz and would sell.
I’ll go further. I bet Rolex could easily sell a $20,000 platinum digital watch. Just price it $5k less than a similar automatic. The audacity and newness would do the trick.
As for the G Shock, it’s not durability that sells the metal ones, it’s fashion. People think they look cool.
Here’s one from G Gerlach a Polish microbrand that I just remembered about http://gerlach.org.pl/kosmonauta.html
Really informative video 👍
The Hamilton black PSR “matrix edition“ with the green numerals was reduced from £900 to £600 recently and I was a little tempted 😂
I managed to hold back, thankfully… probably because I knew the full steel casioak was on the way soon 🫣🤭
Despite the higher cost I don’t regret that purchase at all… puts a grin on my face every time I wear it 😁
Oh yes, and it was a blast of nostalgia to see the Sinclair digital watch get a mention.
I owned a ZX81 “home computer” with it’s mighty 1kB of RAM when they came out; wasn’t the watch also available as a DIY kit? Oh Clive… 😂
such a great topic! from my experience and understanding, there are also high development costs to get a good digital module done well. MOQs from the factories are high too for customization.
if it's off the shelf it would follow very closely to what someone posted above like the California Watch Co designs.
with all that being said, it's not likely for a microbrand to invest in this direction?
I suspect the margins just don't exist for digital microbrands to make sense. I can buy a Casio, or Timex digital for well under $100... Why would I risk buying a dud microbrand when I can get the real deal for pennies more?
I think KristianG nailed it. Never really was a fan of digital, but I do own the Armitron Griffy which I never wear, but love the retro look of it. The only digital watch I kind of lusted over was the Hamilton PSR (because of the movie Live and Let Die) but I can't justify the price in my mind.
Besides, with Timex and their amazing Indiglo I can see that in a pitch black room better than a digital. lol
To me it’s the same as high end quartz analog watches. If Omega and Grand Seiko can sell those, why not digital versions of them?
There‘s a perception of digital as cheap, but I think that’s only because we’ve never seen a high end digital watch. Hamilton sells a digital watch for almost $800. If you put “Omega” on the case, it Becomes a $2000 dollar watch. I think something like that would create buzz and would sell.
I’ll go further. I bet Rolex could easily sell a $20,000 platinum digital watch. Just price it $5k less than a similar automatic. The audacity and newness would do the trick.
As for the G Shock, it’s not durability that sells the metal ones, it’s fashion. People think they look cool.
I'm not saying it can't be done, it just isn't as sure a bet as mechanical/quartz analog watches.
The metal G-Shocks are "fashionable" entirely because they are G-Shocks, and G-Shock has a cult following.
Expensive quartz analog watches sell well because they are luxury watches, so the name counts for more than the movement, or they are extremely accurate. The non-luxury quartz watches that cost hundreds of dollars are from established brands, and generally look like "proper" watches.
Digital watches just don't look dressy/proper enough for most people to spend big money on them, they seem to be mostly considered a cheap but capable option for work/working out. Watches like the Kosmonauta and PSR sell because they are reproductions of watches made by the brands themselves. I also suspect the PSR doesn't sell well, and it pretty much a loss for Hamilton, but Hamilton is big enough to absorb the loss.
Tokyo Flash has you covered and they have been around for over 30 years and carry a huge selection. Across much of Japan and China that market is still thriving, not so much in the US.
I am not sure I would wear it, but the train line LCD is amazing.